There is certain anonymity with online shopping that consumers appreciate and are gravitating towards. They have the freedom to shop without time restraints, crowds, and aggressive sales people and can do so at their leisure from the comfort of their own home. This may be why the Web Divisions, specifically, of the retail industry grew 18% during 2008, as reported by Forrester Research, despite an economic downturn. While consumer ambiguity is positive in augmenting E-Commerce, it can also be a double-edge sword for online retailers.